MyMicrogap – VisitEngland’s new domestic campaign

In the newest iteration of our domestic marketing campaign, we are establishing a new travel trend – Microgapping. With all the enriching and fulfilling experiences of a gap year packed into short breaks in the UK, it is the new way to explore.

#MyMicrogap

As per last year, #MyMicrogap targets the ‘lost generation’ of 18-34 year olds from Great Britain and Northern Ireland and encourages them to take a holiday at home. Statistics show that 16-to-34 year olds took almost 1.4 million fewer holidays at home in 2016 compared to a decade earlier.

In its first phase the activity introduces the concept of a microgap, which can be best defined as:

“The act of taking short breaks that offer the same enriching opportunities for self-development as that experienced on a typical gap year or career break.”

Phase 1 launches with digital display and social activity on 24 October, showcasing a North England Road Trip, Craft beer in London and a Digital Detox in Sussex. These, and additional Microgaps, can be found on our website www.visitbritain.com/jointheworld.

Over the coming months and through work with VICE as content partner and commercial partners as well as those using the campaign hashtag#MyMicrogap we will be creating and curating more and more amazing experiences fulfilling one or more of the microgapping elements:

Learn new skills

Support a good cause

Embrace a challenge

Improve wellbeing

Indulge a passion

Tick off bucket list experiences

Discover local flavours

Local culture

Meet new people

How to get involved

You can get involved by uploading whole microgaps and/or videos and images of microgaps in your destination or at your product on social media using #MyMicrogap and #loveUK to really make this new trend take off and be part of our curation process.

Our first pieces of creative feature the following microgaps: Craft Beer in London, a Road Trip in North England and Wellness in Sussex – they drive traffic to the respective microgaps on our hub. These are being promoted across social media channels Twitter and Snapchat and digital display. Also see Key Resources on the right for background information and guidance on the campaign.

Watch the campaign films

#MyMicrogap...

#MyMicrogap...The North

#MyMicrogap...Craft beer in London

#MyMicrogap..Sussex

Key resources

Further guidance and audience insights on the campaign and the look and feel can be found in the following documents: